A third of adults worry about voice activated speakers recording their conversations

The author(s)

In the latest quarterly update of the Ipsos MORI Tech Tracker we investigate voice activated speakers revealing that awareness of voice activated speakers is increasing. Over half of GB adults claim to know a little bit about them. However, ownership is still low; 5% currently own a voice activated speaker and just 10% of non-owners are likely to buy in the next 12 months. Streaming music, listening to the radio and checking the weather are likely to be the most common activities undertaken on voice activated speakers among non-owners. This potentially provides a huge opportunity for radio and streaming services.

Facebook remains the social media platform used by the most people in the past 3 months, with Instagram coming in second (but, still achieving less than half the number of Facebook users).

Smartphone ownership continues to rise year-on-year, with 8 in 10 GB adults owning one. However, the fight for majority ownership continues between iPhone (42%) and Android (40%). Additionally, tablet ownership is steady versus this time last year, with half of GB adults owning one.

At Ipsos Connect, we have been tracking Media, Content and Technology trends since 2006, providing robust and in-depth insight into tech ownership, internet access, content consumption and the connected home. Each quarter we share our findings with our clients and are delighted to invite you to view or download our report and interactive brochure.

Our most recent wave of fieldwork was conducted, using our face-to-face omnibus. We talked to a representative sample of circa 1,000 consumers from across Great Britain.